I recently got to know that there is something interesting to know about the eye-tracking of the readers especially when it comes to web. Most of the users are believed to follow a F-Pattern in reading website contents quickly.
So following eye-tracking across board will definitely be of great use to the people who are really concerned about their content being read by the users properly should investigate more on the reading patterns of the users.
I came across an article detailing on this http://www.useit.com/alertbox/reading_pattern.html